The Hard Truth About Marketing

HubSpot
HubSpotMarketing at HubSpot
••
THE HARD TRUTH 
 ABOUT 
 MARKETING
Since 2006, HubSpot has been one of the leading developers of marketing software, but today, we’re here to tell you the hard truth about marketing…
YOUR CUSTOMERS ARE BETTER AT MARKETING THAN YOU.
That’s right.
That’s right. Your customer who can’t use Photoshop?
That’s right. Your customer who can’t use Photoshop? Better marketer.
That’s right. The one that doesn’t know what SEO stands for?
That’s right. Better marketer. The one that doesn’t know what SEO stands for?
That’s right. That guy who Bings things?
That’s right. Yeah, he’s better than your CMO. That guy who Bings things?
10 years ago that might not have been true.
Technology is different and people have changed. But it’s 2018.
To explain, we need to take a trip back in time...
Pluto lost its planet status.
 Daniel Powter’s “Bad Day” topped the Billboard charts.
 And blogging best practices dictated that you publish new posts around the clock. Do you remember 2006?
I know, it’s crazy. MON TUES WEDS THURS FRI SATSUN BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST
I know, it’s crazy. Who could maintain that cadence … MON TUES WEDS THURS FRI SATSUN BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST
I know, it’s crazy. Who could maintain that cadence and NOT have a bad day? MON TUES WEDS THURS FRI SATSUN BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST
But the thing is …
But the thing is … publishing all that content …
But the thing is … publishing all that content … it worked.
But the thing is … publishing all that content … it worked. Over the past decade, marketers have seen traffic increase, watched social followings skyrocket, and have developed some 
 seriously ripped finger muscles.
And that’s … kind of the problem.
It worked so well, everyone started doing it. Things got A LOT more COMPETITIVE FOR BUSINESSES AND A LOT MORE CROWDED FOR BUYERS.
Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, oh so much more.
Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, oh so much more.
Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, much, oh so much more.
Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, oh so much more.
So consumers? They got better at filtering out the boatloads of content. Just like they got better at filtering out the 
 boatloads of ads back in 2006.
And we saw the same thing with email.
After years of dealing with crowded inboxes, customers started to 
 ignore delete and unsubscribe.
After years of dealing with crowded inboxes, customers started to 
 ignore delete and unsubscribe.
After years of dealing with crowded inboxes, customers started to 
 ignore delete and unsubscribe.
And if you thought social media was spared, think again.
The more companies published, the less people paid attention. 100 80 60 40 20 0 10,000 8000 6000 4000 2000 0 Contentpublished Shares JAN ‘15 JUL ‘15 JAN ‘16 JUL ‘16 JAN ‘17 JUL ‘17 JAN ‘18 Content published Avg Twitter shares Source: BuzzSumo
Just take a look at the chart. The more content companies posted, the less times it was shared on Twitter. 100 80 60 40 20 0 10,000 8000 6000 4000 2000 0 Contentpublished Shares JAN ‘15 JUL ‘15 JAN ‘16 JUL ‘16 JAN ‘17 JUL ‘17 JAN ‘18 Content published Avg Twitter shares Source: BuzzSumo
Social networks began to prioritize posts from friends and family to keep users on their sites.
CRAP.
Should marketers just pack up their Hawaiian shirts and head for early retirement?
“What a ride! That was fun while it lasted.” ¯_(ツ)_/¯ Should marketers just pack up their Hawaiian shirts and head for early retirement?
Not so fast…
Not so fast… People don’t hate your marketing.
(In fact, they need it, read it, sometimes even love it.) Not so fast… People don’t hate your marketing.
(In fact, they need it, read it, sometimes even love it.) Not so fast… People don’t hate your marketing.
(In fact, they need it, read it, sometimes even love it.) Not so fast… People don’t hate your marketing.
It’s just that they love their friends and family so. much. more.
And when buying a product, they ask their opinion first.
And let’s be honest, are we really that surprised? 
 Tell me you don’t love your mom more than a marketer.*
And let’s be honest, are we really that surprised? 
 Tell me you don’t love your mom more than a marketer.* *Unless your mom’s a marketer. We can’t help you there.
Even the best optimized blog post is less influential than a customer review.
Even the best optimized blog post is less influential than a customer review. Even the most engaging facebook video remains unwatched unless customers share it.
Even the best optimized blog post is less influential than a customer review. Even the most engaging facebook video remains unwatched unless customers share it. Even the best crafted email in the world, clever subject line and all, gets skipped in a crowded inbox of emails from colleagues or friends.
YOUR CUSTOMERS ARE BETTER AT MARKETING THAN YOU.
So while creating content is still your best and cheapest strategy, it should no longer be your only strategy… 2018 CAC Study 60% 45% 30% 15% 0% 5YEARSAGO 4YEARSAGO 3YEARSAGO 2YEARSAGO 1YEARAGO TODAY PAID CAC CONTENT CAC WHEN MEASUREMENT WAS TAKEN www.profitwell.com/blog/content-marketing-customer-acquisition-cost Customer acquisition cost has increased significantly.
… because TECHNOLOGY HAS CHANGED, and people listen to their friends and families over companies.
And that’s not the only thing technology is changing.
Just look at Amazon.
Free Two-Day Shipping
 Free Same-Day Delivery Prime Video
 Prime Music Amazon Fresh Amazon Dash for Prime Prime Reading Prime Photos Amazon Alexa
 Amazon is changing the game by setting a new gold standard for convenience and overall customer experience.
 
 
 And consumers are loving it.
We don’t mean they “like” it…
Or even “like like” it…
We mean they REALLY love it.
In fact, Amazon just announced they have over 100 million Prime subscribers.
That’s more than the entire population of Canada, Australia, Mongolia, Scandinavia, and Bolivia…
combined. That’s more than the entire population of Canada, Australia, Mongolia, Scandinavia, and Bolivia
It’s not just that technology has changed… PEOPLE HAVE CHANGED, TOO.
Today, we’re less patient. Source: HubSpot Research How important is an immediate response when you need support? Very Important Important Neutral Unimportant Very Unimportant 57% 33% 8% 1% 1%
Today, we’re less patient. 90% of consumers expect an immediate response from customer service representatives. Source: HubSpot Research How important is an immediate response when you need support? Very Important Important Neutral Unimportant Very Unimportant 57% 33% 8% 1% 1%
More skeptical. Who do you consider to be trustworthy? Base: 928 Global respondents (up to 3 selections accepted) Source: HubSpot Global Jobs Poll Q2 2016 Doctor Firefighter Teacher Nurse Dentist Accountant Lawyer Professional musician Software developer Journalist Barista Services/customer service Professional athlete Investment banker Salesperson Marketer Stockbroker Cars salesman Politician Lobbyist 49% 48% 38% 36% 19% 12% 12% 10% 9% 5% 5% 4% 4% 3% 3% 3% 2% 1% 1% 1%
Only 3% of consumers trust salespeople and marketers. More skeptical. Who do you consider to be trustworthy? Base: 928 Global respondents (up to 3 selections accepted) Source: HubSpot Global Jobs Poll Q2 2016 Doctor Firefighter Teacher Nurse Dentist Accountant Lawyer Professional musician Software developer Journalist Barista Services/customer service Professional athlete Investment banker Salesperson Marketer Stockbroker Cars salesman Politician Lobbyist 49% 48% 38% 36% 19% 12% 12% 10% 9% 5% 5% 4% 4% 3% 3% 3% 2% 1% 1% 1%
And wildly distracted by the millions of pieces of content vying for our attention.
We expect shipping to happen overnight,
We expect shipping to happen overnight, 
 algorithms to read our minds,
We expect shipping to happen overnight, 
 algorithms to read our minds, 
 companies to know who we are,
We expect shipping to happen overnight, 
 algorithms to read our minds, 
 companies to know who we are,
 and conversations to happen 
 how, when, and where we want.
Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first? Whether that’s by phone, website, email, or chat.
Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first? Whether that’s by phone, website, email, or chat.
Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first? Whether that’s by phone, website, email, or chat.
Whether that’s by phone, website, email, or chat. Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first?
As marketers, you’re probably feeling the squeeze.
But take a breath…
And remember your biggest fans.
Your customers.
People listen to your customers.
Sure, they prefer watching miniature cooking videos more than reading your daily emails.
And they can’t be bothered to comment on your social posts.
But when your customers talk, people take notice…
And if you don’t think your customers help your business, think again.
90% of consumers would spend MORE because of excellent customer service.
Word of mouth (friends,social media) referrals Customer references Media articles Vendor-authored materials (eBooks,blog posts,whitepapers,case studies Analyst reports/ recommendations (Gartner,Forrester) Crowdsourced review sites (Quora,G2 Crowd,TrustRadius) Salesperson 55% 46% 38% 38% 34% 27% 22% Businesses report that word-of-mouth is their single best source of referrals. What sources of information do you rely on when making purchase decisions for business software? 77% of consumers have shared positive experiences Source: HubSpot Research
And over half of U.S. consumers are turning to Amazon customer reviews to research items before they buy.
In fact, 60% of people trust what customers say when making a purchase while only 35% trust companies.
Did you catch that? Your customers have almost double the amount of power you do.
Your customers aren’t just a source of revenue anymore, they’re your entire business. Source: HubSpot Research Yes 80% No 20% Have you stopped doing business with a company because of poor customer service?
It’s no wonder companies are struggling. Take a look at how we view customers today. Marketing Sales Customers
Sales Customers “Yes, hello. We’re still on hold”
Yeah, it’s pretty obvious we prioritize sales and marketing over customer service. “Yes, hello. We’re still on hold” Marketing Sales Customers
So if you want to grow better, you need to ditch the funnel...
And say hello to the flywheel — a new way to think about customers and growth. Service Ma rketing Sales Customers
Because your job isn’t to close deals…
It’s to open relationships.
And those customer relationships should power your entire business strategy. Service Ma rketing Sales Customers
Ignore your customers and you endanger your company. IN TODAY’S MARKET, THE MESSAGE IS CLEAR:
I know, it’s a different way of thinking…
But the data doesn’t lie. And once we realized this, we moved mountains here at HubSpot to make meaningful changes that would better serve our customers.
Because we now know the best way to grow better is for businesses and customers to work together.
So how’d we change? Well for starters, we’re optimizing our content for our customers, so we’re able to get more views with less content.
So how’d we change? Well for starters, we’re optimizing our content for our customers, so we’re able to get more views with less content. Bye bye traffic plateau, hello Mount Everest levels of search traffic.
We introduced more communication channels like live chat and Facebook Messenger. By meeting our customers where they spend their time, we’re able to reach more people and send less emails.
We introduced more communication channels like live chat and Facebook Messenger. By meeting our customers where they spend their time, we’re able to reach more people and send less emails. Later crowded inboxes, what’s up engaged customers.
And we united our whole company around delivering a great customer experience. By making our customers our top priority, we’re able to rely on them to advocate for us.
And we united our whole company around delivering a great customer experience. By making our customers our top priority, we’re able to rely on them to advocate for us. Farewell outdated funnel, welcome customer flywheel.
Oh, and we created an entire piece of software to better align our sales and marketing teams with our customers’ success.
Oh, and we created an entire piece of software to better align our sales and marketing teams with our customers’ success. It was NBD. No need to make a big fuss over it.
Oh, and we created an entire piece of software to better align our sales and marketing teams with our customers’ success. It was NBD. No need to make a big fuss over it.* *Actually, it’s a pretty big deal. You can make some fuss ;)
That’s right! We created a product that allows marketers to…
Talk with their customers one to one on live chat, Facebook Messenger, email, phone, and more.
Talk with their customers one to one on live chat, Facebook Messenger, email, phone, and more. Consolidate every interaction with a customer into a single view for your entire company.
Talk with their customers one to one on live chat, Facebook Messenger, email, phone, and more. Consolidate every interaction with a customer into a single view for your entire company. Find customers who are obsessed with their company so they can serve as brand advocates.
We’re launching Service Hub
A new product from HubSpot 100% focused on helping you create the best customer experience.
Guaranteed to help you engage your customers, guide your relationships, and grow your business.
Because companies that stop thinking about their businesses as a funnel, and start thinking about it as a flywheel will win.
Because companies that stop thinking about their businesses as a funnel, and start thinking about it as a flywheel will win.
And the hard truth about marketing is…
The Hard Truth About Marketing
Get started with Service Hub today
The Hard Truth About Marketing
1 of 126

The Hard Truth About Marketing

••
Download to read offline
Marketing

Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.

HubSpot
HubSpotMarketing at HubSpot

Recommended

Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
330.2K views•62 slides
Marketing's 7 Deadly SinsMarketing's 7 Deadly Sins
Marketing's 7 Deadly SinsWe Are Social Singapore
129.5K views•70 slides
Fight for Yourself: How to Sell Your Ideas and Crush PresentationsFight for Yourself: How to Sell Your Ideas and Crush Presentations
Fight for Yourself: How to Sell Your Ideas and Crush PresentationsDigital Surgeons
1.3M views•33 slides
Inspired Storytelling: Engaging People & Moving Them To ActionInspired Storytelling: Engaging People & Moving Them To Action
Inspired Storytelling: Engaging People & Moving Them To ActionKelsey Ruger
71.4K views•55 slides
10 Insightful Quotes On Designing A Better Customer Experience10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer ExperienceYuan Wang
1.3M views•26 slides
The power of creative collaborationThe power of creative collaboration
The power of creative collaborationTable19
359.3K views•31 slides

More Related Content

What's hot

Employer Brand ThinkingEmployer Brand Thinking
Employer Brand ThinkingRCA group
293.2K views•39 slides

What's hot(20)

Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.
Velocity Partners•6.5M views
Employer Brand ThinkingEmployer Brand Thinking
Employer Brand Thinking
RCA group•293.2K views
Work Hacks : Body LanguageWork Hacks : Body Language
Work Hacks : Body Language
InterQuest Group•63.2K views
Five Apps You Should Download TodayFive Apps You Should Download Today
Five Apps You Should Download Today
Gary Vaynerchuk•211.2K views
The Science of Story: How Brands Can Use Storytelling To Get More CustomersThe Science of Story: How Brands Can Use Storytelling To Get More Customers
The Science of Story: How Brands Can Use Storytelling To Get More Customers
Digital Surgeons •6.7K views
24 Time Management Hacks to Develop for Increased Productivity24 Time Management Hacks to Develop for Increased Productivity
24 Time Management Hacks to Develop for Increased Productivity
Iulian Olariu•1.9M views
Inspiring CreativityInspiring Creativity
Inspiring Creativity
Daniele Fiandaca•3.8K views
14 Tips to Entrepreneurs to start the Right Stuff14 Tips to Entrepreneurs to start the Right Stuff
14 Tips to Entrepreneurs to start the Right Stuff
Patrick Stähler•620.4K views
5 Conversation Tips to Make You More Memorable in 30 Seconds or Less5 Conversation Tips to Make You More Memorable in 30 Seconds or Less
5 Conversation Tips to Make You More Memorable in 30 Seconds or Less
Crash Course•126.8K views
How To Make A PointHow To Make A Point
How To Make A Point
Slides That Rock•62.2K views
50 planners to watch in 2014 - The Planning Salon50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning Salon
Julian Cole•156K views
Top Productivity Working Hacks by Jan RezabTop Productivity Working Hacks by Jan Rezab
Top Productivity Working Hacks by Jan Rezab
Jan Rezab•933.8K views
Words that SellWords that Sell
Words that Sell
HubSpot•375.3K views
25 Need-to-Know Marketing Stats25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats
contently•412.6K views
A Hunter's Guide To BS-Free InsightsA Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free Insights
Tom Morton•14.7K views
Open Source CreativityOpen Source Creativity
Open Source Creativity
Sara Cannon•172.8K views
The Future of EverythingThe Future of Everything
The Future of Everything
Charbel Zeaiter•877K views
How to Create a Killer Creative Brief with Wild AlchemyHow to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild Alchemy
United Adworkers•1.8K views
How to Craft Your Company's Storytelling Voice by Ann Handley of MarketingProfsHow to Craft Your Company's Storytelling Voice by Ann Handley of MarketingProfs
How to Craft Your Company's Storytelling Voice by Ann Handley of MarketingProfs
MarketingProfs•2.4M views
Clickbait: A Guide To Writing Un-Ignorable HeadlinesClickbait: A Guide To Writing Un-Ignorable Headlines
Clickbait: A Guide To Writing Un-Ignorable Headlines
Venngage•1.8M views

Similar to The Hard Truth About Marketing

Similar to The Hard Truth About Marketing(20)

2016 Social Media Survival Guide2016 Social Media Survival Guide
2016 Social Media Survival Guide
Socialtyze•904 views
Marketing For Growth 2016Marketing For Growth 2016
Marketing For Growth 2016
Gary Reid•536 views
Tippie MBA Marketing Academy Guest LectureTippie MBA Marketing Academy Guest Lecture
Tippie MBA Marketing Academy Guest Lecture
Lydia Fine•676 views
Managing talent a strategic approach to your successManaging talent a strategic approach to your success
Managing talent a strategic approach to your success
Peter Cosgrove•1.1K views
Franchising & social mediaFranchising & social media
Franchising & social media
enovapr•767 views
Social media strategies for small business notes pagesSocial media strategies for small business notes pages
Social media strategies for small business notes pages
Antoinette Raynes•835 views
Key Takeaways from the 2016 ANA Digital & Social Media ConferenceKey Takeaways from the 2016 ANA Digital & Social Media Conference
Key Takeaways from the 2016 ANA Digital & Social Media Conference
Association of National Advertisers•674 views
New Groundbreaking AI App.pdfNew Groundbreaking AI App.pdf
New Groundbreaking AI App.pdf
Anwar78Talukder•10 views
ENCATC Digital Storytelling MasterclassENCATC Digital Storytelling Masterclass
ENCATC Digital Storytelling Masterclass
Royal Holloway, University of London•97 views
The social web for small business 2010The social web for small business 2010
The social web for small business 2010
Jonathan Crossfield•773 views
The Future of Marketing 2016: New Roles, and Trends The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends
Mathew Sweezey•410.9K views
Social media tips & tricks to get a voice without yellingSocial media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yelling
Eye 4 Marketing, LLC•388 views
Social Media for Business (with case studies)Social Media for Business (with case studies)
Social Media for Business (with case studies)
Hareesh Tibrewala•1.3K views
Branding StartupsBranding Startups
Branding Startups
Swystun Communications•223 views
SXSW Interactive 2011SXSW Interactive 2011
SXSW Interactive 2011
Zach Klein•666 views
Social Media for Business 2014Social Media for Business 2014
Social Media for Business 2014
Strategically Social•602 views
Virgin Media Business: The 7Cs of digital marketingVirgin Media Business: The 7Cs of digital marketing
Virgin Media Business: The 7Cs of digital marketing
Virgin Media Business•3.8K views
Make a career change to digital marketing in 3 simple stepsMake a career change to digital marketing in 3 simple steps
Make a career change to digital marketing in 3 simple steps
Sonal_Deshpande•16 views
Social Media and the New Four P's of MarketingSocial Media and the New Four P's of Marketing
Social Media and the New Four P's of Marketing
Kayak Online Marketing•1.4K views
2015 Social Media Strategies - Ignite Social Media2015 Social Media Strategies - Ignite Social Media
2015 Social Media Strategies - Ignite Social Media
Jim Tobin•10K views

More from HubSpot

More from HubSpot(20)

Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posible
HubSpot•1.3M views
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
HubSpot•37.8K views
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
HubSpot•28K views
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is Booming
HubSpot•25.9K views
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
HubSpot•118.5K views
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know
HubSpot•31.3K views
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
HubSpot•22.7K views
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one.
HubSpot•46.9K views
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016
HubSpot•45.8K views
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-Thon
HubSpot•31.1K views
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?
HubSpot•38.4K views
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot Tokyo
HubSpot•29.5K views
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call Questions
HubSpot•301K views
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's Buyer
HubSpot•34.3K views
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your Business
HubSpot•13.9K views
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
HubSpot•151.1K views
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
HubSpot•10.4K views
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies
HubSpot•32.2K views
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
HubSpot•11.4K views
14 Reasons Why Inbound Marketers Make Great Advertisers14 Reasons Why Inbound Marketers Make Great Advertisers
14 Reasons Why Inbound Marketers Make Great Advertisers
HubSpot•21.7K views

Recently uploaded

Recently uploaded(20)

Predictive Data Generation for New Agile Marketing Systems - Michael Cohen, P...Predictive Data Generation for New Agile Marketing Systems - Michael Cohen, P...
Predictive Data Generation for New Agile Marketing Systems - Michael Cohen, P...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•27 views
MultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocalMultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocal
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•16 views
The Modern Content Challenge - Charlie Bell, ContentfulThe Modern Content Challenge - Charlie Bell, Contentful
The Modern Content Challenge - Charlie Bell, Contentful
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•49 views
Customer Experience Master Class - Hazem El Zayat, OgilvyCustomer Experience Master Class - Hazem El Zayat, Ogilvy
Customer Experience Master Class - Hazem El Zayat, Ogilvy
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•48 views
Retail Trends in 2023 How The Economy And Consumers Will Continue To Shape Th...Retail Trends in 2023 How The Economy And Consumers Will Continue To Shape Th...
Retail Trends in 2023 How The Economy And Consumers Will Continue To Shape Th...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•32 views
Generative AI The New Wild West of SEO - Ryan Huser, ResignalGenerative AI The New Wild West of SEO - Ryan Huser, Resignal
Generative AI The New Wild West of SEO - Ryan Huser, Resignal
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•35 views
Driving value from first-party data in a privacy-centric world - Vimal Badian...Driving value from first-party data in a privacy-centric world - Vimal Badian...
Driving value from first-party data in a privacy-centric world - Vimal Badian...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•47 views
social media marketing tips social media marketing tips
social media marketing tips
aysh2afidha•35 views
Social Media Marketing Master Class - Uptin Saiidi, Up10 MediaSocial Media Marketing Master Class - Uptin Saiidi, Up10 Media
Social Media Marketing Master Class - Uptin Saiidi, Up10 Media
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•49 views
Generative AI The New Wild West of SEO - Ryan Huser, ResignalGenerative AI The New Wild West of SEO - Ryan Huser, Resignal
Generative AI The New Wild West of SEO - Ryan Huser, Resignal
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•25 views
The Impact on Going from Personal Brand to Community - Zach Colman, CreatitiveThe Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
The Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•16 views
Creating the Best ChatGPT Prompts - Using Generative AI to Help You Everyday ...Creating the Best ChatGPT Prompts - Using Generative AI to Help You Everyday ...
Creating the Best ChatGPT Prompts - Using Generative AI to Help You Everyday ...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•19 views
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•28 views
What's new at Ahrefs [end of 2023]What's new at Ahrefs [end of 2023]
What's new at Ahrefs [end of 2023]
Ahrefs•38 views
Conversational AI and PlatinumConversational AI and Platinum
Conversational AI and Platinum
JerryMaurer3•34 views
The Relationship Between Strategy, Marketing and Technology - Nikki Cockcroft...The Relationship Between Strategy, Marketing and Technology - Nikki Cockcroft...
The Relationship Between Strategy, Marketing and Technology - Nikki Cockcroft...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•34 views
Understanding Your Consumer Through Data - Hiram Enriquez & Katie Mack, Amazo...Understanding Your Consumer Through Data - Hiram Enriquez & Katie Mack, Amazo...
Understanding Your Consumer Through Data - Hiram Enriquez & Katie Mack, Amazo...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•32 views
How to Embed Emotions in Experimental DesignHow to Embed Emotions in Experimental Design
How to Embed Emotions in Experimental Design
VWO•115 views
Human Connection in Modern Ecommerce Marketing - Kyle Allison, The Doctor of ...Human Connection in Modern Ecommerce Marketing - Kyle Allison, The Doctor of ...
Human Connection in Modern Ecommerce Marketing - Kyle Allison, The Doctor of ...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•20 views
The Art and Science of Data-Driven Creativity (in Advertising) - Ken Gamage, ...The Art and Science of Data-Driven Creativity (in Advertising) - Ken Gamage, ...
The Art and Science of Data-Driven Creativity (in Advertising) - Ken Gamage, ...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions•18 views

The Hard Truth About Marketing

  • 1. THE HARD TRUTH 
 ABOUT 
 MARKETING
  • 2. Since 2006, HubSpot has been one of the leading developers of marketing software, but today, we’re here to tell you the hard truth about marketing…
  • 3. YOUR CUSTOMERS ARE BETTER AT MARKETING THAN YOU.
  • 5. That’s right. Your customer who can’t use Photoshop?
  • 6. That’s right. Your customer who can’t use Photoshop? Better marketer.
  • 7. That’s right. The one that doesn’t know what SEO stands for?
  • 8. That’s right. Better marketer. The one that doesn’t know what SEO stands for?
  • 9. That’s right. That guy who Bings things?
  • 10. That’s right. Yeah, he’s better than your CMO. That guy who Bings things?
  • 11. 10 years ago that might not have been true.
  • 12. Technology is different and people have changed. But it’s 2018.
  • 13. To explain, we need to take a trip back in time...
  • 14. Pluto lost its planet status.
 Daniel Powter’s “Bad Day” topped the Billboard charts.
 And blogging best practices dictated that you publish new posts around the clock. Do you remember 2006?
  • 15. I know, it’s crazy. MON TUES WEDS THURS FRI SATSUN BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST
  • 16. I know, it’s crazy. Who could maintain that cadence … MON TUES WEDS THURS FRI SATSUN BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST
  • 17. I know, it’s crazy. Who could maintain that cadence and NOT have a bad day? MON TUES WEDS THURS FRI SATSUN BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST
  • 18. But the thing is …
  • 19. But the thing is … publishing all that content …
  • 20. But the thing is … publishing all that content … it worked.
  • 21. But the thing is … publishing all that content … it worked. Over the past decade, marketers have seen traffic increase, watched social followings skyrocket, and have developed some 
 seriously ripped finger muscles.
  • 22. And that’s … kind of the problem.
  • 23. It worked so well, everyone started doing it. Things got A LOT more COMPETITIVE FOR BUSINESSES AND A LOT MORE CROWDED FOR BUYERS.
  • 24. Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, oh so much more.
  • 25. Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, oh so much more.
  • 26. Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, much, oh so much more.
  • 27. Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, oh so much more.
  • 28. So consumers? They got better at filtering out the boatloads of content. Just like they got better at filtering out the 
 boatloads of ads back in 2006.
  • 29. And we saw the same thing with email.
  • 30. After years of dealing with crowded inboxes, customers started to 
 ignore delete and unsubscribe.
  • 31. After years of dealing with crowded inboxes, customers started to 
 ignore delete and unsubscribe.
  • 32. After years of dealing with crowded inboxes, customers started to 
 ignore delete and unsubscribe.
  • 33. And if you thought social media was spared, think again.
  • 34. The more companies published, the less people paid attention. 100 80 60 40 20 0 10,000 8000 6000 4000 2000 0 Contentpublished Shares JAN ‘15 JUL ‘15 JAN ‘16 JUL ‘16 JAN ‘17 JUL ‘17 JAN ‘18 Content published Avg Twitter shares Source: BuzzSumo
  • 35. Just take a look at the chart. The more content companies posted, the less times it was shared on Twitter. 100 80 60 40 20 0 10,000 8000 6000 4000 2000 0 Contentpublished Shares JAN ‘15 JUL ‘15 JAN ‘16 JUL ‘16 JAN ‘17 JUL ‘17 JAN ‘18 Content published Avg Twitter shares Source: BuzzSumo
  • 36. Social networks began to prioritize posts from friends and family to keep users on their sites.
  • 37. CRAP.
  • 38. Should marketers just pack up their Hawaiian shirts and head for early retirement?
  • 39. “What a ride! That was fun while it lasted.” ¯_(ツ)_/¯ Should marketers just pack up their Hawaiian shirts and head for early retirement?
  • 41. Not so fast… People don’t hate your marketing.
  • 42. (In fact, they need it, read it, sometimes even love it.) Not so fast… People don’t hate your marketing.
  • 43. (In fact, they need it, read it, sometimes even love it.) Not so fast… People don’t hate your marketing.
  • 44. (In fact, they need it, read it, sometimes even love it.) Not so fast… People don’t hate your marketing.
  • 45. It’s just that they love their friends and family so. much. more.
  • 46. And when buying a product, they ask their opinion first.
  • 47. And let’s be honest, are we really that surprised? 
 Tell me you don’t love your mom more than a marketer.*
  • 48. And let’s be honest, are we really that surprised? 
 Tell me you don’t love your mom more than a marketer.* *Unless your mom’s a marketer. We can’t help you there.
  • 49. Even the best optimized blog post is less influential than a customer review.
  • 50. Even the best optimized blog post is less influential than a customer review. Even the most engaging facebook video remains unwatched unless customers share it.
  • 51. Even the best optimized blog post is less influential than a customer review. Even the most engaging facebook video remains unwatched unless customers share it. Even the best crafted email in the world, clever subject line and all, gets skipped in a crowded inbox of emails from colleagues or friends.
  • 52. YOUR CUSTOMERS ARE BETTER AT MARKETING THAN YOU.
  • 53. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy… 2018 CAC Study 60% 45% 30% 15% 0% 5YEARSAGO 4YEARSAGO 3YEARSAGO 2YEARSAGO 1YEARAGO TODAY PAID CAC CONTENT CAC WHEN MEASUREMENT WAS TAKEN www.profitwell.com/blog/content-marketing-customer-acquisition-cost Customer acquisition cost has increased significantly.
  • 54. … because TECHNOLOGY HAS CHANGED, and people listen to their friends and families over companies.
  • 55. And that’s not the only thing technology is changing.
  • 56. Just look at Amazon.
  • 57. Free Two-Day Shipping
 Free Same-Day Delivery Prime Video
 Prime Music Amazon Fresh Amazon Dash for Prime Prime Reading Prime Photos Amazon Alexa
 Amazon is changing the game by setting a new gold standard for convenience and overall customer experience.
 
 
 And consumers are loving it.
  • 58. We don’t mean they “like” it…
  • 59. Or even “like like” it…
  • 60. We mean they REALLY love it.
  • 61. In fact, Amazon just announced they have over 100 million Prime subscribers.
  • 62. That’s more than the entire population of Canada, Australia, Mongolia, Scandinavia, and Bolivia…
  • 63. combined. That’s more than the entire population of Canada, Australia, Mongolia, Scandinavia, and Bolivia
  • 64. It’s not just that technology has changed… PEOPLE HAVE CHANGED, TOO.
  • 65. Today, we’re less patient. Source: HubSpot Research How important is an immediate response when you need support? Very Important Important Neutral Unimportant Very Unimportant 57% 33% 8% 1% 1%
  • 66. Today, we’re less patient. 90% of consumers expect an immediate response from customer service representatives. Source: HubSpot Research How important is an immediate response when you need support? Very Important Important Neutral Unimportant Very Unimportant 57% 33% 8% 1% 1%
  • 67. More skeptical. Who do you consider to be trustworthy? Base: 928 Global respondents (up to 3 selections accepted) Source: HubSpot Global Jobs Poll Q2 2016 Doctor Firefighter Teacher Nurse Dentist Accountant Lawyer Professional musician Software developer Journalist Barista Services/customer service Professional athlete Investment banker Salesperson Marketer Stockbroker Cars salesman Politician Lobbyist 49% 48% 38% 36% 19% 12% 12% 10% 9% 5% 5% 4% 4% 3% 3% 3% 2% 1% 1% 1%
  • 68. Only 3% of consumers trust salespeople and marketers. More skeptical. Who do you consider to be trustworthy? Base: 928 Global respondents (up to 3 selections accepted) Source: HubSpot Global Jobs Poll Q2 2016 Doctor Firefighter Teacher Nurse Dentist Accountant Lawyer Professional musician Software developer Journalist Barista Services/customer service Professional athlete Investment banker Salesperson Marketer Stockbroker Cars salesman Politician Lobbyist 49% 48% 38% 36% 19% 12% 12% 10% 9% 5% 5% 4% 4% 3% 3% 3% 2% 1% 1% 1%
  • 69. And wildly distracted by the millions of pieces of content vying for our attention.
  • 70. We expect shipping to happen overnight,
  • 71. We expect shipping to happen overnight, 
 algorithms to read our minds,
  • 72. We expect shipping to happen overnight, 
 algorithms to read our minds, 
 companies to know who we are,
  • 73. We expect shipping to happen overnight, 
 algorithms to read our minds, 
 companies to know who we are,
 and conversations to happen 
 how, when, and where we want.
  • 74. Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first? Whether that’s by phone, website, email, or chat.
  • 75. Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first? Whether that’s by phone, website, email, or chat.
  • 76. Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first? Whether that’s by phone, website, email, or chat.
  • 77. Whether that’s by phone, website, email, or chat. Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first?
  • 78. As marketers, you’re probably feeling the squeeze.
  • 79. But take a breath…
  • 80. And remember your biggest fans.
  • 82. People listen to your customers.
  • 83. Sure, they prefer watching miniature cooking videos more than reading your daily emails.
  • 84. And they can’t be bothered to comment on your social posts.
  • 85. But when your customers talk, people take notice…
  • 86. And if you don’t think your customers help your business, think again.
  • 87. 90% of consumers would spend MORE because of excellent customer service.
  • 88. Word of mouth (friends,social media) referrals Customer references Media articles Vendor-authored materials (eBooks,blog posts,whitepapers,case studies Analyst reports/ recommendations (Gartner,Forrester) Crowdsourced review sites (Quora,G2 Crowd,TrustRadius) Salesperson 55% 46% 38% 38% 34% 27% 22% Businesses report that word-of-mouth is their single best source of referrals. What sources of information do you rely on when making purchase decisions for business software? 77% of consumers have shared positive experiences Source: HubSpot Research
  • 89. And over half of U.S. consumers are turning to Amazon customer reviews to research items before they buy.
  • 90. In fact, 60% of people trust what customers say when making a purchase while only 35% trust companies.
  • 91. Did you catch that? Your customers have almost double the amount of power you do.
  • 92. Your customers aren’t just a source of revenue anymore, they’re your entire business. Source: HubSpot Research Yes 80% No 20% Have you stopped doing business with a company because of poor customer service?
  • 93. It’s no wonder companies are struggling. Take a look at how we view customers today. Marketing Sales Customers
  • 95. Yeah, it’s pretty obvious we prioritize sales and marketing over customer service. “Yes, hello. We’re still on hold” Marketing Sales Customers
  • 96. So if you want to grow better, you need to ditch the funnel...
  • 97. And say hello to the flywheel — a new way to think about customers and growth. Service Ma rketing Sales Customers
  • 98. Because your job isn’t to close deals…
  • 99. It’s to open relationships.
  • 100. And those customer relationships should power your entire business strategy. Service Ma rketing Sales Customers
  • 101. Ignore your customers and you endanger your company. IN TODAY’S MARKET, THE MESSAGE IS CLEAR:
  • 102. I know, it’s a different way of thinking…
  • 103. But the data doesn’t lie. And once we realized this, we moved mountains here at HubSpot to make meaningful changes that would better serve our customers.
  • 104. Because we now know the best way to grow better is for businesses and customers to work together.
  • 105. So how’d we change? Well for starters, we’re optimizing our content for our customers, so we’re able to get more views with less content.
  • 106. So how’d we change? Well for starters, we’re optimizing our content for our customers, so we’re able to get more views with less content. Bye bye traffic plateau, hello Mount Everest levels of search traffic.
  • 107. We introduced more communication channels like live chat and Facebook Messenger. By meeting our customers where they spend their time, we’re able to reach more people and send less emails.
  • 108. We introduced more communication channels like live chat and Facebook Messenger. By meeting our customers where they spend their time, we’re able to reach more people and send less emails. Later crowded inboxes, what’s up engaged customers.
  • 109. And we united our whole company around delivering a great customer experience. By making our customers our top priority, we’re able to rely on them to advocate for us.
  • 110. And we united our whole company around delivering a great customer experience. By making our customers our top priority, we’re able to rely on them to advocate for us. Farewell outdated funnel, welcome customer flywheel.
  • 111. Oh, and we created an entire piece of software to better align our sales and marketing teams with our customers’ success.
  • 112. Oh, and we created an entire piece of software to better align our sales and marketing teams with our customers’ success. It was NBD. No need to make a big fuss over it.
  • 113. Oh, and we created an entire piece of software to better align our sales and marketing teams with our customers’ success. It was NBD. No need to make a big fuss over it.* *Actually, it’s a pretty big deal. You can make some fuss ;)
  • 114. That’s right! We created a product that allows marketers to…
  • 115. Talk with their customers one to one on live chat, Facebook Messenger, email, phone, and more.
  • 116. Talk with their customers one to one on live chat, Facebook Messenger, email, phone, and more. Consolidate every interaction with a customer into a single view for your entire company.
  • 117. Talk with their customers one to one on live chat, Facebook Messenger, email, phone, and more. Consolidate every interaction with a customer into a single view for your entire company. Find customers who are obsessed with their company so they can serve as brand advocates.
  • 119. A new product from HubSpot 100% focused on helping you create the best customer experience.
  • 120. Guaranteed to help you engage your customers, guide your relationships, and grow your business.
  • 121. Because companies that stop thinking about their businesses as a funnel, and start thinking about it as a flywheel will win.
  • 122. Because companies that stop thinking about their businesses as a funnel, and start thinking about it as a flywheel will win.
  • 123. And the hard truth about marketing is…
  • 125. Get started with Service Hub today